Welcome to our five part series on "Understanding Yellow Pages" for the classroom. This was prepared for the Yellow Pages Association and is being reprinted with their permission.

Here, we present resources that can reduce the amount of time educators spend preparing classroom materials while at the same time expanding the areas and topics you cover. The series contains a five part document will help you and your students better understand the dynamics of the yellow pages industry and yellow pages advertising. The materials have been prepared to be easily integrated into your course curriculum as they discuss the yellow pages within the context of other media and broader advertising issues.

Most of the following lessons are relatively current. However, with such a rapidly changing media environment, some material may be found to be slightly out of date.

Open each of the following sections by clicking on them. They will open in a separate window. When finished with each section, close the window and you will return to this page.

Introduction

Quick -- name all of the advertising media in which advertisers spend more than $14 billion a year for paid advertising space.

Chances are that you mentioned a television ad as an example of a great ad and that you named television, radio and magazines as media in which advertiser expenditures exceed $14 billion per year.

Chances are that the yellow pages never came to mind.

While you are no doubt familiar with both print and Internet yellow pages advertising, you may be less familiar with the characteristics and dynamics of the medium in which the ads appear.

The following section is designed to help professors and students of advertising better understand both print and Internet Yellow Pages by answering questions such as: How extensively do advertisers use print and Internet yellow pages? What options do advertisers have with regard to where their ads appear in print and Internet yellow pages directories? How are ads placed within print and Internet directories? What is the relationship between print and Internet yellow pages?

For comprehensive teaching tools and study guides, click on the following sections. Each is comprised of a .pdf file that will open in a new window. (They may load slowly.)

Note: This series was prepared by the Yellow Pages Association and is being reproduced here to educate our clients and visitors. Reproduction and distribution of any of these educational materials for nonprofit, educational use is granted without the need to obtain prior permission as long as this note remains intact and part of any distributed document. Reproduction and distribution for other purposes is prohibited without prior permission. For permission and other related questions contact Yellow Pages Association at 908-286-2380.